Communication Theories
Media Communication Theories: A Study Guide
As you prepare for your upcoming exams, this guide will help you understand how to apply media communication theories in your analysis. Remember, these theories are tools to help you make sense of media works retrospectively.
Key Points to Remember
Communication theories provide a clear structure for analyzing media in your responses.
Media makers rarely use theory to inform their work. If you claim they did, you need strong evidence to support your claim.
We use media communication theories retrospectively to analyze media works.
Major Approaches to Media Theory
1. Media Effects Tradition
Focus: Media Effects
Research Method: Experimental Studies, Quantitative evidence
Key Criticism: Narrow focus on media effects, assumes media influences audiences
2. Cultural Studies Tradition
Focus: Individual media consumption and the construction of meaning
Research Method: Surveys and interviews, Qualitative evidence
Strength: Doesn't assume media influences audience, allows for complex ideas
Criticism: May ignore economic power structures in mass media
3. Political Economy Approach
Focus: Political and economic systems (e.g., government & regulation)
Research Method: Using models like Chomsky's Propaganda model
Key Questions: Who owns the media? Who benefits from it? Who has power and why?
Criticism: May not focus enough on cultural context of media production and consumption
Applying Theories in Your Writing
Identify the Theory: Clearly state which theory you're using to analyze the media work.
Explain the Theory: Briefly describe the key points of the theory.
Apply the Theory: Show how the theory helps explain or interpret the media work.
Provide Evidence: Use specific examples from the media work to support your analysis.
Consider Limitations: Discuss any limitations of the theory in explaining the media work.
Important Reminder
These theories are tools for analysis, not prescriptive rules. Different theories may offer different insights into the same media work. Your job is to use them thoughtfully to develop a well-reasoned analysis.
Additional Resources
Hypodermic Needle Theory
Agenda Setting Function Theory
Cultivation Theory
Spiral of Silence
Propaganda Model
Reinforcement Theory
Two-step Flow Theory
Uses and Gratification Theory
Semiotics
Encoding/Decoding